Here I would like to quote a sentence from an article I wrote in January 1998 titled "Bringing it all together": "Essentially, the way individuals obtain information, products and services can be consolidated into one point: where, and when , in what way.”
Integrated cases
What happens when online news is read and consumed more than newspapers? What happens when more people listen to music or podcasts on their personal players than to the radio? What happens when young consumers spend more time socializing with friends on Facebook than reading magazines? What happens when users send 50 times more text messages than emails? What happens when users watch more videos online than TV on their smartphones, desktops or laptops?
Every single medium that was once the mainstay of big advertising—newspapers, radio, magazines, email, and television—is now undergoing dramatic change.
Not only is the time spent with each type of media declining, but the size of the user base is also declining, and in some significant cases, the interaction between users and media is changing.
Users are being pulled in various directions by something more appealing or by an alternative or entirely new way of using it. To put it bluntly, the audience is moving away or has already moved away (as in the example of traditional newspaper advertising). Therefore, all Advertising formats based on "reach and frequency" are also being forced to change in the size of their audiences and the number of times they are hit with magazine advertising messages.
Implications for marketing
When the use of online video is skyrocketing, and the vast TV audience is shrinking to the point where it is difficult to glance at a TV commercial, can an advertiser just repost the TV commercial to the online video and let it keep scrolling or make it intermittent/fluid (such as Interruptive) ads will do? No, it's a mistake to still try to find a large online audience - the nature of online video, or any online concept for that matter, is for individuals to find what they want when they want it and make them want it. This is not only Nth power division, but also personalization. This makes concepts of scale and targeting irrelevant and obsolete.
If teenagers spend more time on social networks and sending text messages than reading teen magazines and email, what about simply posting printed ads to Facebook displays or buying text messaging lists instead of mailing lists? No, trying to target a larger audience with more personal information and a user’s social graph is also wrong. People are socializing there with friends without seeing ads; they want their personal information and private matters to remain private; and even the closest friends are unlikely to be the best adviseers on certain things - for example, I wouldn't trust my computer Enthusiast suggestions for restaurants where I should eat; and vice versa.
If the "permanent effectiveness" of messages has shifted to a balance between attracting consumers and leaving advertisers, will advertisers just shout louder, more rudely, or shout in the face in the hope of having an effect? No, trying to think about "persuading" through advertising is wrong. Modern consumers are bombarded with advertisements about 3,000 times a day. They are familiar with turning them off, and their distrust of advertisers has reached the point where "the persuasiveness of advertising is dispensable."
Things to do to gain the benefits of integration
So, is the advertising world as we know it coming to an end? Yes, very true. But before advertisers can truly enter the new world, they must first admit they have a problem. Like welcoming an alcoholics group meeting: "Hi, my name is Michael, and I'm a traditional advertiser. In this new world, I still believe in reach and frequency; I also try to yell to my clients, I still try to target them through their profile. “Once they understand the nature of their problem, they can begin to embrace and use powerful new tools, strategic processes and approaches that are unique to the new digital landscape.
Here are a few suggestions to help them get started:
1. Throw the baby out (targeting) with the bathwater (reach and frequency) - not only does screaming more and louder not help any advertiser, the so-called "scaled" audience no longer exists as users will only be there Find and consume what they want in certain places and at certain times. So instead of trying to find your needle in the haystack, let the needle find you when it needs to.
2. Let me amplify it for you (expand it into society) - doing social media does not mean posting ads on Facebook and showing them hundreds of millions of times or buying celebrities to brag about it for you. If customers really like your product or service, make it simple so they can easily spread the word for you.
3. Don’t invade their personal mobile space, but make sure they can invite you in when they want; don’t spam them even if they check the form option you’re renting. Instead, let them ask for upgrades and other useful information if they want to find your information. Make sure you make it easy for them to find your information on mobile devices (note, don’t fill your site with Flash).
in conclusion
When every pillar of traditional advertising is being swallowed by a tsunami of integration such as media integration, technology integration, habit integration, etc., advertisers must seize this opportunity to see through their entire approach to audience acquisition, instead of yelling at them. Instead, listen to them, make it easy for them to find you, and respectfully ask them to pass on what they want to pass on.
(The original article was first published on: May 25, 2011. The article was compiled and published by Xiaofeng Studio)
Thanks to likespc for your contribution